LED billboards: As distracting as cell phones?

This LED message board on Race Street in Catasauqua provides public information… (DAN HARTZELL, THE MORNING…)

October 31, 2013|Dan Hartzell | The Road Warrior

Q: Now that everyone has joined the chorus on distracted driving due to texting, tweeting, eating, cell phones, etc., someone should consider electronic signs and billboards. Thanks to the inaction of many local governments, the busiest section of Route 22 now looks like the Las Vegas Strip. The sole purpose of these electronic signs is to distract, which is why ad agencies pay so much for them. PennDOT has joined in with distracting messages on its big, across-the-road signs on the interstates. Intended for emergencies and traffic problems, these signs now say 'Drive sober ....' or another inane slogan that a bureaucrat thinks might be of benefit to somebody. This safety issue could affect every driver.

— Phil Del Vecchio, Upper Macungie Township

Q: I see they've installed an electronic billboard on I-78 north, halfway down the hill just after the Summit Lawn interchange. This is another roadway distraction, situated on a dangerous part of 78 with trucks cresting the hill and headed down, just when traffic is merging from Summit Lawn. What safety requirements and reviews are required before electronic billboards can be installed?

— Ed Sokalski, Salisbury Township

A: Neither traffic conditions nor roadway design are considerations in PennDOT's review and approval process for LED billboards along state roads and interstate highways. Traffic volume or speed, steep inclines and the like are not considered.

In fact, the state uses the same criteria in permitting LED billboards as it does for static boards, PennDOT officials said. The only difference is, separate controls are applied to the LED models, covering factors that don't apply to static boards.

In rules derived from the federal Highway Administration, PennDOT prohibits the display of motion, and limits the brightness and the frequency of changes in display of advertisements or messages. The state's permit requirements specify a five-second minimum display time, and forbid any "visual dissolve or fading in which any part of one … message appears with any part of a second … message."

Any hint of motion is banned: "There shall be … no appearance of animation, movement, or flow of the message/display," nor of "flashing or sudden bursts of light." Illumination intensity or contrast of light "shall remain constant," according to the regulations.

Various municipalities have been placing controls on LEDs, prompting billboard battles with board owners and operators. Despite efforts to slow down LEDs, they've hit the fast lane since their Valley debut only about five years ago. Though still costly compared to static billboards, sticker prices are falling, and the high-tech models provide owners with multiple customers, generating more revenue. These factors amount to a recipe for prevailing marketplace traffic in the direction of LEDs.

Initially I considered LED billboards a relatively minor distraction — not much more eye-catching than a static board with strong illumination — but years of contrary email traffic got me reconsidering. As you note, Phil, distraction is the Main Road for LEDs, and they must be drawing more views through more windshields, or billboard companies wouldn't be paying the inflated sticker price.

The nonprofit Scenic America has been trying to slam the brakes on roadside LED billboards, or at least lay down as many speed bumps as possible, for years. Spokesman Max Ashburn said Montana prohibits LEDs outright, and Alaska, Maine, Hawaii and Vermont ban billboards of any kind. In addition, a growing number of cities and towns are banning or restricting LEDs, according to Scenic's tally. The billboard industry is fighting back, lobbying hard to maintain the existing green lights for LEDs, Ashburn said.

PennDOT District 5 Property Manager Jon Hallingstad said that of the 15 billboard applications received so far this year, seven were for LEDs, and the proportion is growing. Not only are a greater percentage of new applications for LEDs, but applicants are converting existing static boards to LEDs, Hallingstad said.

As you note, Phil, PennDOT doesn't seem to object to electronic signs on highways, as evidenced by its own use of permanent electronic message boards. Those signs may inhabit a category separate from commercial advertising signs, as they provide useful information, even vital emergency information, that could deserve a measure of driver distraction.

But small businesses, municipalities and nonprofit organizations also have taken to placing smaller LED signs at roadside for marketing and fundraising, to publicize meetings and events, promote economic development and for other purposes.